Case Study: Pianno 39 achieves increased awareness and sales among 18–34‑year‑olds with Instagram Stories

Pianno 39 - Customer Case Study

Pianno 39 is a Spanish online fashion retailer founded in 2009 that sells affordable women’s apparel and has grown to a 50-person team. With a core customer base of women 35 and older, the company wanted to boost awareness and sales among younger shoppers (ages 18–34) to expand its market.

Pianno 39 ran Instagram Stories ads targeted to women 18–34 across three Spanish audiences (lookalikes of past customers, fashion-interested users, and a broad audience) and tested 100 creative variations (photo and video) with direct product links. In two months the campaign reached 1.4 million women, drove 46% of campaign sales from 18–34-year-olds, achieved a 1.64% conversion rate among 25–34-year-olds, and delivered clicks at €0.14 each.

Pianno 39

Silverio Ros

Founder and CEO